From ancient to modern times, storytelling has remained an important element throughout the history of humanity. Storytelling works because it is innate to people. Whether complex or linear, stories get passed from a generation to another, evolving and changing across channels and time. They help us satisfy the urge to learn and be entertained. That’s why storytelling is such an important part of B2C and B2B plans too. But if that does not seem that obvious to you, here is the role of storytelling in your marketing strategy explained.
Storytelling as a marketing tool
Storytelling is a basic tool for marketers, no matter the industry or business type. However, B2B and B2C businesses usually have a very different marketing approach. While B2C tends to be more entertaining and information seems to be easier to digest, B2B tends to focus more on sharing data and metrics. Although facts are always important, they can be presented in a more engaging way. That’s a very good reason why storytelling should play a key role in B2B strategies too.
Fictional stories that provide an alternate reality, make us dream. But nonfiction stories can do much for us too. They inspire and motivate us. Both help us figure out the world we are living in. Whether it’s true or not, they both offer explanations that help us understand life. They anchor us to the world and reinforce our relationships to others. We bond and relate to objects, times and realities through stories.
In other words: stories are fundamental to building connections.
What Storytelling can do for your brand
Like we’ve just seen, stories are mostly a form of communication. It means that our primary objective when we tell a story is to share information.
Marketers communicate their product or service in a way that people are drawn in by a story without being aware that a product or service is being sold to them. And even if they are, sometimes the story is so good, that they don’t mind that. This way, it is easier for brands and organizations to establish a connection with their audience and for their audience, to do the same with a specific product or service.
Stories trigger genuine emotions that allow people to become part of the narrative instead of just spectators. We are part of the story, we imagine it and interpret it in our own way. It is an exercise of creativity that transcends the storyteller.
Stories mostly follow a traditional structure: beginning → middle → end. Because the audience thinks in this specific pattern, the story is easier to process. This means that the information is also easier to remember.
There is also a logical component in the whole storytelling process that combined with the creative, emotional and engaging aspects, as well as with the meaning and importance of stories in human development, makes them a very effective tool for marketers.
That alone should be enough for B2B marketers to start leveraging storytelling the same way that B2C does. However, the question arises: should we work the same way? We’ll talk about it soon. Stay tuned!
What is storytelling in marketing?
Storytelling refers to the ability to communicate and build connections via stories. It’s a basic tool for marketers for any business and industry.
What are the benefits of storytelling?
It helps you to connect with your audience and other brands and allows you to be creative and engage with your users.